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B2B Ads: Optimize Your Campaign with these 5 Steps

Apurva Pathak | July 13, 2022 | 304 views | Read Time : 05:00 min

B2B Ads
Some companies are wasting a significant portion of their B2B advertising dollars because they lack the audience insights of larger, more seasoned B2B firms. Some are still using outdated strategies while understanding the nuances of digital marketing.

Check out these five steps to optimize your B2B ad campaigns:

Survey the Audience to Determine Brand Preferences

Regularly survey your audience to see how open they are about confessing their brand preferences and ad campaign responses. In one of Forrester’s surveys, 91% of B2B buyers said they became aware of a previously unknown company due to advertising.

Make Behavior Insights the Prime Metric

Most B2B buyers may respond to the ads without clicking on them, so their behavior insights are crucial to know their response to the campaign. According to a Forrester report, 92% of buyers searched for the company featured in an ad, and 86% visited the advertised website without clicking on the ad.

Base Ad Creative & Copy on Ad Preferences

B2B buyers prefer ads relevant to their needs and interests. Irrelevant ads without any personalization can waste your ad budget. “Avoid promoting too much gated content and opt for higher-value advertising creative to reduce waste if form-fill efficacy is too low,” says John Arnold, Forrester Principal Analyst.

Identify Preferred Media and Channels for Effective Outreach

Marketers like you should go beyond using Google Search and LinkedIn for your outreach. Map your omnichannel approach to ensure maximum exposure across channels to get maximum impressions. Doing this can help you distribute your costs over multiple modalities.

Access Media Time Spent to Allocate Ad Budget

Track media time spent on the B2B buyer level and target buyers who spend media time on B2B products or services. Instead of spending money on account-based marketing vendors and having them figure out everything for you, be thoughtful about where you want to place your ads.

6 Conclusion: Don’t Wait for Buying Cycles to Develop for Your Ads to Work

B2B buyers need to develop a stronger preference for your company or solution through your ads to enter your sales funnel. So, invest in ads and get them placed where they can get you the response and conversions you expect.

Spotlight

Influence Social Media Marketing

Don’t have a credible social media presence? We can establish and enhance your social media presence to showcase credibility, increase awareness, generate leads, acquire customers and build reputation. Influence can build your presence on the core social media platforms such as linkedIn, facebook and twitter, and manage your communications by. We provide a fully managed service for your social media marketing. We make it easy, meaning your involvement can be as minimal as you need. We are trusted by small to medium sized b2b companies to take care of their social media presence on their behalf.

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ACCOUNT BASED EXECUTION

Top 10 Rich Buyer Intent Data Software for More Sales in 2023

Article | July 8, 2022

Contents 1. Market Dynamics of B2B Buyer Intent Data Software 2. KPI for Good Purchase Intent Data and How Does a Buyer Intent Data Software Determine the Purchase Intent? 3. Optimizing Your B2B Buyer Intent Data Using Software to Drive Sales 4. Top 10 B2B Buyer Intent Data Tools to Accelerate Sales with B2B Account-based Marketing 5. Summing up Driving conversions has become more precise and predictable with the use of high-quality buyer intent data. As buyer intent marketing has emerged as one of the most promising tools to get the most out of your account based marketing campaigns, companies can quickly reach out to their highest potential prospects. This way companies can better plan the sales numbers and keep up with the rising demand for their products and services in the market while maintaining consistent customer experiences. Buyer intent data software are capable to - Provide granular insights into customer behavior and purchasing patterns. Identify potential customers who are actively in the market for a product or service. Improve target marketing efforts by enabling companies to reach the right people with the right message. Enhance sales team's ability to close deals by providing them with valuable information about their prospects. Improve overall marketing ROI by focusing resources on high-value prospects. Facilitate data-driven decision making by providing actionable insights. Monitor and analyze market trends and competition. By using buyer intent data software, companies can gain a deeper understanding of their customers, making it easier to deliver a personalized and relevant experience, and ultimately increase conversions and sales. 1. Market Dynamics of B2B Buyer Intent Data Software “The buyer intent data software market is projected to reach USD 15 billion at 20% CAGR by 2025.” This growth is attributed to data-driven decision making, digital transformation, and e-commerce initiatives among businesses that has increased the adoption rate for buyer intent data software among large progressive enterprises. The demand for personalized shopping experiences and refined customer engagement drives rapid market growth in the buyer intent data industry. 2. KPI for Good Purchase Intent Data and How Does a Buyer Intent Data Software Determine the Purchase Intent? Key Point Indicators (KPIs) for Good Buyer Intent Data: 1. Relevance: The data should be directly related to a buyer's intention to purchase a product or service. 2. Timeliness: The data should be collected and analyzed in real-time to accurately reflect a buyer's current purchasing intentions. 3. Accuracy: The data should be accurate and verified to ensure its reliability and usefulness. 4. Completeness: The data should include all relevant information about a buyer, such as demographics, previous purchases, and search history. 5. Consistency: The data should be collected and analyzed using consistent methodologies to ensure comparability over time. 6. Privacy: The data should be collected and stored in a way that protects the privacy and confidentiality of the buyer. How Does Buyer Intent Data Software Determine the True Intent of a Customer Behavior? Buyer intent data software determines the true intent of a customer behavior through various methods such as: Natural language processing (NLP) Machine learning algorithms Data analysis of customer interactions and behaviors Integration with other data sources (e.g. search history, demographics, etc.) Predictive analytics The software analyzes a wide range of data points to understand the motivations behind a customer's behavior, such as their search queries, content they engage with, and the actions they take on a website. It refers to information about a potential customer's interest or intention to purchase a product or service, usually gathered through online behavior such as web searches, social media activity, email interactions, and previous purchase history. This data can provide insights into what a customer is looking for, their buying journey, and the likelihood of them making a purchase. It can help businesses to tailor their marketing and sales efforts, better understand their target audience, and increase the chances of successful sales. This information is then used to create a comprehensive profile of the customer's intent and provide insights into how they are likely to behave in the future. 3. Optimizing Your B2B Buyer Intent Data Using Software to Drive Sales Monitoring the impact of your account-based marketing efforts is important to drive sales. Checking what has worked in the past using the historical data helps understand the patterns in your data which in turn helps you learn and narrow your focus when it comes to purchase intent data. These trends will change as per your industry however, they all help large enterprises to bring in more sales and data intelligence. As far as the buyer intent data goes, gathering and analyzing the data from all the sources using technology and algorithms refine your intent data and helps you find higher potential accounts and take data-driven decisions. 4. Top 10 B2B Buyer Intent Data Tools to Accelerate Sales with B2B Account-based Marketing Depending upon your specific needs and budget as well as your B2B industry, you can select an account-based marketing software with buyer intent data tools. We have listed some of the top B2B intent data providers to accelerate your B2B account based marketing down below. 6 sense:6Sense is a leading ABM software that provides buyer intent data to help B2B marketers personalize their outreach and drive pipeline growth. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Additionally, 6Sense offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. Albacross: Albacross is an ABM software that provides buyer intent data to help B2B marketers personalize their outreach and improve their pipeline. The platform uses lead generation and account-based marketing technology to gather insights on your target accounts' digital behavior, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Albacross helps B2B marketers identify their ideal customer profile and generate high-quality leads by tracking website visits and providing information about the companies visiting your website. The platform also offers a range of features, such as lead scoring, account-based retargeting, and email tracking, to help you optimize your ABM strategy and improve the impact of your campaigns. Bombora: Bombora is a B2B data solutions company that provides account-based marketing (ABM) software for buyer intent data. The platform aggregates business intent data from various sources, including content consumption, social media activity, and job postings, to help B2B marketers gain insights into the buying signals of their target accounts. Bombora's technology provides actionable data on the topics that your target accounts are researching, enabling you to personalize your outreach and tailor your messaging to their specific needs and interests. The platform works with ABM and marketing automation tools like Marketo, Pardot, and Eloqua to help you streamline your ABM processes and make your campaigns more effective. MadisonLogic: Madison Logic is a B2B marketing technology company that provides account-based marketing (ABM) software for buyer intent data. The platform offers a range of solutions for B2B marketers, including lead generation, content syndication, and programmatic advertising. Madison Logic's technology helps B2B marketers personalize their outreach by providing insights into the buying signals of their target accounts. The platform tracks the online behavior of your target accounts, such as website visits, content downloads, and email opens, to help you identify opportunities to engage with your prospects and improve the impact of your campaigns. Also, Madison Logic's ABM platform works with marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns. Qualified.com: Qualified.com is an ABM software that provides buyer intent data to help B2B marketers personalize their outreach and improve their pipeline. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Qualified.com offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. The platform works with marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns. Demandbase: Demandbase is a leading account-based marketing (ABM) software that provides buyer intent data to help B2B marketers personalize their outreach and drive pipeline growth. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Demandbase offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. Also, the platform works with a number of marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns. Demandscience: DemandScience is a company that provides buyer intent data software. This software helps businesses understand the buying behaviors and interests of their target audience. By analyzing a large amount of data, such as search queries, social media activity, and other online interactions, the software provides insights into what potential customers are looking for, what challenges they are facing, and what solutions they are considering. This information can be used by sales and marketing teams to better target their efforts and increase conversions. Salesintel.io: Salesintel.io is a company that provides a B2B contact and company data platform that includes a buyer intent software component. This software uses artificial intelligence and machine learning to analyze large amounts of data from various sources, such as social media, search engines, and business news, to identify patterns and signals that indicate a company's buying intent. This information can be used by sales and marketing teams to prioritize their efforts and engage with potential customers at the right time, in the right way. By understanding a company's buying intent, businesses can increase their chances of closing deals and growing their revenue. Terminus Account-based Marketing: Terminus is a company that provides an account-based marketing (ABM) platform that incorporates buyer intent data. ABM is a B2B marketing strategy that focuses on targeted and personalized outreach to specific companies rather than large groups of leads. The Terminus platform integrates buyer intent data to help sales and marketing teams better understand the buying behaviors and interests of their target accounts. By analyzing data such as website activity, social media engagement, and other online interactions, the software provides insights into the challenges and solutions that target accounts are interested in, allowing teams to personalize their messaging and outreach for maximum impact. The use of buyer intent data in the Terminus ABM platform can help businesses increase their conversion rates and drive revenue growth. Zoominfo: ZoomInfo is a company that provides a B2B contact and company data platform, including a buyer intent data software component. The platform uses artificial intelligence and machine learning to analyze large amounts of data from various sources, such as social media, search engines, and business news, to identify patterns and signals that indicate a company's buying intent. This information can be used by sales and marketing teams to prioritize their efforts and engage with potential customers at the right time. With a deep understanding of a company's buying intent, businesses can increase their chances of closing deals and growing their revenue. Additionally, the platform includes features for data enrichment, lead generation, and account-based marketing, allowing sales and marketing teams to have a comprehensive view of their target accounts and personalize their outreach for maximum impact. 5. Summing up Utilizing advanced technology and machine learning algorithms to gather and analyze data about potential customers, providing valuable insights into their buying behaviors and intent helps businesses gain an edge over competition. By utilizing this information, businesses can tailor their marketing and sales strategies to better target and convert leads into paying customers, ultimately driving more sales. Scaling your buyer intent marketing efforts has become a lot easier with the machine learning and predictive analytics.

Read More
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The 5 Things to Know About Account-Based Marketing

Article | August 19, 2022

If you’ve been keeping up with new terms in B2B marketing, by now you’ve likely heard of account-based marketing (ABM). The term itself has been around for years, but with recent advances in technology, this tactic is now being adopted at a much larger scale than ever before. Still, surprisingly, I find that many B2B marketers are in the dark when it comes to ABM. So here’s a quick look into the future of B2B enterprise marketing, and why I think account-based marketing will be one of the biggest revenue drivers for B2B businesses in the very near future.

Read More
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5 Steps for Succeeding in Account-Based Marketing

Article | March 6, 2023

Relative to the mass-market approach of the B2C world, B2B promotion requires a much more targeted approach. The customers are fewer and more discerning but commensurably more valuable and enduring so whether you’re trying to win over a new client or simply keep an existing client on your side, you need to be very careful with what you’re putting out. This is the reasoning behind account-based marketing, otherwise known as ABM. Instead of distributing generic marketing materials, it picks out specific prospects (or sets of prospects grouped by various shared elements) and creates personalized campaigns to suit them. It can be extremely cost-effective, but it needs to be done smartly (which isn’t easy). To help you run a flourishing account-based marketing campaign, we’re going to look at five steps you should take along the way.

Read More

How to Successfully Set Up and Measure Your Account-Based Marketing Strategy

Article | February 10, 2020

The first lesson in this article is to stop thinking differently about ABM and B2B. Sangram Vajre is spot on when he exclaims that “ABM is B2B.” There is no real difference. Whether named or unnamed, every single campaign you launch as a B2B marketer caters to personas in different accounts. Another reality about account-based marketing is that due to the nature of omnichannel marketing and the fact that every prospect does its own research, you’re going to have to process different sets of traffic no matter how much control you think you have over your funnels. With these two things in mind, let’s look at what’s common in a successful ABM strategy, and also how to segment your audience in a way that tells the story of all the steps in your user acquisition models.

Read More
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Cookie-less ABM: What Should B2B Marketers Expect?

Article | July 8, 2022

Contents 1. Market Dynamics of B2B Buyer Intent Data Software 2. KPI for Good Purchase Intent Data and How Does a Buyer Intent Data Software Determine the Purchase Intent? 3. Optimizing Your B2B Buyer Intent Data Using Software to Drive Sales 4. Top 10 B2B Buyer Intent Data Tools to Accelerate Sales with B2B Account-based Marketing 5. Summing up Driving conversions has become more precise and predictable with the use of high-quality buyer intent data. As buyer intent marketing has emerged as one of the most promising tools to get the most out of your account based marketing campaigns, companies can quickly reach out to their highest potential prospects. This way companies can better plan the sales numbers and keep up with the rising demand for their products and services in the market while maintaining consistent customer experiences. Buyer intent data software are capable to - Provide granular insights into customer behavior and purchasing patterns. Identify potential customers who are actively in the market for a product or service. Improve target marketing efforts by enabling companies to reach the right people with the right message. Enhance sales team's ability to close deals by providing them with valuable information about their prospects. Improve overall marketing ROI by focusing resources on high-value prospects. Facilitate data-driven decision making by providing actionable insights. Monitor and analyze market trends and competition. By using buyer intent data software, companies can gain a deeper understanding of their customers, making it easier to deliver a personalized and relevant experience, and ultimately increase conversions and sales. 1. Market Dynamics of B2B Buyer Intent Data Software “The buyer intent data software market is projected to reach USD 15 billion at 20% CAGR by 2025.” This growth is attributed to data-driven decision making, digital transformation, and e-commerce initiatives among businesses that has increased the adoption rate for buyer intent data software among large progressive enterprises. The demand for personalized shopping experiences and refined customer engagement drives rapid market growth in the buyer intent data industry. 2. KPI for Good Purchase Intent Data and How Does a Buyer Intent Data Software Determine the Purchase Intent? Key Point Indicators (KPIs) for Good Buyer Intent Data: 1. Relevance: The data should be directly related to a buyer's intention to purchase a product or service. 2. Timeliness: The data should be collected and analyzed in real-time to accurately reflect a buyer's current purchasing intentions. 3. Accuracy: The data should be accurate and verified to ensure its reliability and usefulness. 4. Completeness: The data should include all relevant information about a buyer, such as demographics, previous purchases, and search history. 5. Consistency: The data should be collected and analyzed using consistent methodologies to ensure comparability over time. 6. Privacy: The data should be collected and stored in a way that protects the privacy and confidentiality of the buyer. How Does Buyer Intent Data Software Determine the True Intent of a Customer Behavior? Buyer intent data software determines the true intent of a customer behavior through various methods such as: Natural language processing (NLP) Machine learning algorithms Data analysis of customer interactions and behaviors Integration with other data sources (e.g. search history, demographics, etc.) Predictive analytics The software analyzes a wide range of data points to understand the motivations behind a customer's behavior, such as their search queries, content they engage with, and the actions they take on a website. It refers to information about a potential customer's interest or intention to purchase a product or service, usually gathered through online behavior such as web searches, social media activity, email interactions, and previous purchase history. This data can provide insights into what a customer is looking for, their buying journey, and the likelihood of them making a purchase. It can help businesses to tailor their marketing and sales efforts, better understand their target audience, and increase the chances of successful sales. This information is then used to create a comprehensive profile of the customer's intent and provide insights into how they are likely to behave in the future. 3. Optimizing Your B2B Buyer Intent Data Using Software to Drive Sales Monitoring the impact of your account-based marketing efforts is important to drive sales. Checking what has worked in the past using the historical data helps understand the patterns in your data which in turn helps you learn and narrow your focus when it comes to purchase intent data. These trends will change as per your industry however, they all help large enterprises to bring in more sales and data intelligence. As far as the buyer intent data goes, gathering and analyzing the data from all the sources using technology and algorithms refine your intent data and helps you find higher potential accounts and take data-driven decisions. 4. Top 10 B2B Buyer Intent Data Tools to Accelerate Sales with B2B Account-based Marketing Depending upon your specific needs and budget as well as your B2B industry, you can select an account-based marketing software with buyer intent data tools. We have listed some of the top B2B intent data providers to accelerate your B2B account based marketing down below. 6 sense:6Sense is a leading ABM software that provides buyer intent data to help B2B marketers personalize their outreach and drive pipeline growth. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Additionally, 6Sense offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. Albacross: Albacross is an ABM software that provides buyer intent data to help B2B marketers personalize their outreach and improve their pipeline. The platform uses lead generation and account-based marketing technology to gather insights on your target accounts' digital behavior, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Albacross helps B2B marketers identify their ideal customer profile and generate high-quality leads by tracking website visits and providing information about the companies visiting your website. The platform also offers a range of features, such as lead scoring, account-based retargeting, and email tracking, to help you optimize your ABM strategy and improve the impact of your campaigns. Bombora: Bombora is a B2B data solutions company that provides account-based marketing (ABM) software for buyer intent data. The platform aggregates business intent data from various sources, including content consumption, social media activity, and job postings, to help B2B marketers gain insights into the buying signals of their target accounts. Bombora's technology provides actionable data on the topics that your target accounts are researching, enabling you to personalize your outreach and tailor your messaging to their specific needs and interests. The platform works with ABM and marketing automation tools like Marketo, Pardot, and Eloqua to help you streamline your ABM processes and make your campaigns more effective. MadisonLogic: Madison Logic is a B2B marketing technology company that provides account-based marketing (ABM) software for buyer intent data. The platform offers a range of solutions for B2B marketers, including lead generation, content syndication, and programmatic advertising. Madison Logic's technology helps B2B marketers personalize their outreach by providing insights into the buying signals of their target accounts. The platform tracks the online behavior of your target accounts, such as website visits, content downloads, and email opens, to help you identify opportunities to engage with your prospects and improve the impact of your campaigns. Also, Madison Logic's ABM platform works with marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns. Qualified.com: Qualified.com is an ABM software that provides buyer intent data to help B2B marketers personalize their outreach and improve their pipeline. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Qualified.com offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. The platform works with marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns. Demandbase: Demandbase is a leading account-based marketing (ABM) software that provides buyer intent data to help B2B marketers personalize their outreach and drive pipeline growth. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Demandbase offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. Also, the platform works with a number of marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns. Demandscience: DemandScience is a company that provides buyer intent data software. This software helps businesses understand the buying behaviors and interests of their target audience. By analyzing a large amount of data, such as search queries, social media activity, and other online interactions, the software provides insights into what potential customers are looking for, what challenges they are facing, and what solutions they are considering. This information can be used by sales and marketing teams to better target their efforts and increase conversions. Salesintel.io: Salesintel.io is a company that provides a B2B contact and company data platform that includes a buyer intent software component. This software uses artificial intelligence and machine learning to analyze large amounts of data from various sources, such as social media, search engines, and business news, to identify patterns and signals that indicate a company's buying intent. This information can be used by sales and marketing teams to prioritize their efforts and engage with potential customers at the right time, in the right way. By understanding a company's buying intent, businesses can increase their chances of closing deals and growing their revenue. Terminus Account-based Marketing: Terminus is a company that provides an account-based marketing (ABM) platform that incorporates buyer intent data. ABM is a B2B marketing strategy that focuses on targeted and personalized outreach to specific companies rather than large groups of leads. The Terminus platform integrates buyer intent data to help sales and marketing teams better understand the buying behaviors and interests of their target accounts. By analyzing data such as website activity, social media engagement, and other online interactions, the software provides insights into the challenges and solutions that target accounts are interested in, allowing teams to personalize their messaging and outreach for maximum impact. The use of buyer intent data in the Terminus ABM platform can help businesses increase their conversion rates and drive revenue growth. Zoominfo: ZoomInfo is a company that provides a B2B contact and company data platform, including a buyer intent data software component. The platform uses artificial intelligence and machine learning to analyze large amounts of data from various sources, such as social media, search engines, and business news, to identify patterns and signals that indicate a company's buying intent. This information can be used by sales and marketing teams to prioritize their efforts and engage with potential customers at the right time. With a deep understanding of a company's buying intent, businesses can increase their chances of closing deals and growing their revenue. Additionally, the platform includes features for data enrichment, lead generation, and account-based marketing, allowing sales and marketing teams to have a comprehensive view of their target accounts and personalize their outreach for maximum impact. 5. Summing up Utilizing advanced technology and machine learning algorithms to gather and analyze data about potential customers, providing valuable insights into their buying behaviors and intent helps businesses gain an edge over competition. By utilizing this information, businesses can tailor their marketing and sales strategies to better target and convert leads into paying customers, ultimately driving more sales. Scaling your buyer intent marketing efforts has become a lot easier with the machine learning and predictive analytics.

Read More
ACCOUNT BASED DATA

How Buyer Intent Data Gets You More Customers

Article | August 19, 2022

If you’ve been keeping up with new terms in B2B marketing, by now you’ve likely heard of account-based marketing (ABM). The term itself has been around for years, but with recent advances in technology, this tactic is now being adopted at a much larger scale than ever before. Still, surprisingly, I find that many B2B marketers are in the dark when it comes to ABM. So here’s a quick look into the future of B2B enterprise marketing, and why I think account-based marketing will be one of the biggest revenue drivers for B2B businesses in the very near future.

Read More
BUYER INTENT DATA

Top 10 Rich Buyer Intent Data Software for More Sales in 2023

Article | March 6, 2023

Relative to the mass-market approach of the B2C world, B2B promotion requires a much more targeted approach. The customers are fewer and more discerning but commensurably more valuable and enduring so whether you’re trying to win over a new client or simply keep an existing client on your side, you need to be very careful with what you’re putting out. This is the reasoning behind account-based marketing, otherwise known as ABM. Instead of distributing generic marketing materials, it picks out specific prospects (or sets of prospects grouped by various shared elements) and creates personalized campaigns to suit them. It can be extremely cost-effective, but it needs to be done smartly (which isn’t easy). To help you run a flourishing account-based marketing campaign, we’re going to look at five steps you should take along the way.

Read More

How to Successfully Set Up and Measure Your Account-Based Marketing Strategy

Article | February 10, 2020

The first lesson in this article is to stop thinking differently about ABM and B2B. Sangram Vajre is spot on when he exclaims that “ABM is B2B.” There is no real difference. Whether named or unnamed, every single campaign you launch as a B2B marketer caters to personas in different accounts. Another reality about account-based marketing is that due to the nature of omnichannel marketing and the fact that every prospect does its own research, you’re going to have to process different sets of traffic no matter how much control you think you have over your funnels. With these two things in mind, let’s look at what’s common in a successful ABM strategy, and also how to segment your audience in a way that tells the story of all the steps in your user acquisition models.

Read More
MORE ARTICLES

Spotlight

Influence Social Media Marketing

Don’t have a credible social media presence? We can establish and enhance your social media presence to showcase credibility, increase awareness, generate leads, acquire customers and build reputation. Influence can build your presence on the core social media platforms such as linkedIn, facebook and twitter, and manage your communications by. We provide a fully managed service for your social media marketing. We make it easy, meaning your involvement can be as minimal as you need. We are trusted by small to medium sized b2b companies to take care of their social media presence on their behalf.

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Calendly Launches Routing for Sales and Marketing Teams to Drive Revenue

Calendly | March 30, 2023

Calendly, the modern scheduling platform for high-performing teams and individuals, today announced Calendly Routing, a new solution built to empower sales and marketing teams to qualify, route, and schedule meetings with high-value leads and customers instantly from their company’s website. The new solution integrates with Marketo, HubSpot, and Salesforce to help sales, marketing, and customer success teams close deals faster using the essential industry tools within their tech stacks. Economic fluctuations and shifting consumer behaviors are putting immense pressure on organizations. Customers hold more power and expect real-time responses as companies risk losing business. 82% of sales professionals say they've had to adapt quickly to new ways of selling according to Salesforce’s State of Sales Report. Revenue teams across sales, marketing, and customer experience are being impacted in the process facing increased demands to deliver more leads faster, and in turn, more revenue with fewer resources. “The most effective, well-oiled revenue machine teams know that if you’re not engaging with a lead at their moment of interest, you’re creating a poor customer experience and opening the door to competitors reaching them first,” said Jessica Gilmartin, CMO at Calendly. “We are excited to drive even more value for our customers by helping them achieve a more efficient and easy sales process with Calendly Routing.” Calendly Routing is built on Calendly’s robust and sophisticated core scheduling platform that meets revenue team needs throughout the customer lifecycle. Companies will be able to enhance the customer journey from the moment a lead engages with their website and submits a form requesting to speak with the sales team. Increase website and email conversion by qualifying leads in real time A lead or customer can book a meeting on the spot after completing a HubSpot, Marketo, or Calendly Routing Form on a website if they meet specified criteria. Forms can be embedded on a website or shared as a link in email to eliminate the back and forth of coordinating availability while providing a consistent customer experience in the process. “Calendly Routing is a remarkable product for go-to-market teams,” said Scott Brinker, VP of Platform Ecosystem at HubSpot. “It turns buyer interactions into meaningful, instantaneous opportunities, all within an intuitive scheduling platform that so many marketers and salespeople know, love, and trust. We’re excited that Calendly has built this excellent integration for HubSpot customers to help accelerate sales engagement.” Automatically route leads and customers by Salesforce ownership Calendly Routing will automatically look up and match existing customers and leads to their account owner from Salesforce before prompting them to schedule a meeting. The solution makes it easy for buyers to connect with the right salesperson at the right time without time-consuming, manual reassignments. “Smith.ai’s mission is to help business owners succeed through quick and efficient customer engagement,” said Bryce Kropf, Senior Sales Manager at Smith.ai. “The potential to convert inbound leads into qualified demos – with the right account executive – is what intrigued us about Calendly Routing. We’re seeing an incredible 70% conversion rate of meetings booked through the form. The experience is clearly resonating with customers and it’s driving better end-results for our sales and marketing teams.” Scale business performance with one centralized scheduling platform Organizations are looking to increase company-wide business performance as workers navigate distributed work, an influx of communication and collaboration tools, and greater competition. Calendly is the only centralized automation platform built for scaling scheduling across the entire organization with robust team features, solutions, and integrations; deep analytics; and enterprise-grade security including SCIM provisioning. With Calendly, teams can focus on closing more deals, retaining more customers, hiring more top talent, and maximizing productivity. For more information on Calendly Routing, visit the blog post. About Calendly Calendly helps individuals, teams, and organizations automate the meeting lifecycle by removing the back and forth with scheduling. Calendly’s cloud-based platform offers a new layer of the modern digital technology stack by connecting with critical tools to automate scheduling workflows, creates a more delightful customer experience, and provides insightful, measurable data to drive better business outcomes. Today, over 10 million users across 155 countries use Calendly to simplify meetings, collaborate more effectively and efficiently, and drive business forward. To learn more, visit Calendly.com.

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Klarity by DemandScience Makes ‘One-Click Prospecting’ a Reality for B2B Sales Professionals

Globenewswire | March 28, 2023

DemandScience, a leading B2B demand generation company that makes marketing and sales easier by enabling organizations to find the right prospects faster and target in-market buyers, today announced the general availability of Klarity, the company’s next-generation self-service Sales Intelligence Tool for building, sharing and saving contact lists. Klarity’s Chrome Extension, easy-to-use interface, and email accuracy makes ‘one-click prospecting’ a reality for sales professionals. “We are very excited about Klarity, and we’ll be using it all the time moving forward. It will be huge time saver for our sales leaders and our sales reps,” said Neelam Kadam, CEO at SalesDemand. “The user interface is incredibly easy, our team can build and share great prospecting lists of in-market buyers in minutes, and what blows us all away is being able to access our target audiences directly while using LinkedIn and importing company and contact information into our CRM with just one click.” One of the biggest challenges facing B2B sellers today is being bogged down by manual work, with many reps spending more than two-thirds of their time struggling with inefficient processes and complicated tools. Klarity’s navigation is intuitive and built for sales and marketing professionals. Users can customize their dashboards to meet workflow needs and sales leaders can easily activate their teams with shared lists and monitor team activity in their dashboard. “We developed Klarity because sales teams cannot afford to waste time, especially in today’s economy,” said Peter Cannone, Chair and CEO of DemandScience. “Klarity will save valuable time for sales leaders and reps, maximize ROI for our customers, and increase engagement with prospects. It is incredibly easy to use, delivers accurate data, and Klarity’s patent-pending technology automatically imports company and contact information into our customers’ CRMs with one click.” Klarity’s accurate B2B Data is powered by the DemandScience Live Data Factory. Klarity users can build and target the right in-market prospects in minutes with DemandScience’s global B2B data containing more than 70 million contacts from 1.2 million companies. The Live Data Factory uses DemandScience’s proprietary email verification and validation technology. Records are enriched with four different sources of Intent Data covering 7,000 topics and Install Data for 7,000 technologies. DemandScience’s Confirmed Connect technology prioritizes prospects who’ve responded to email or phone within 30, 60, or 90-days. About DemandScience DemandScience is a leading B2B demand generation company that makes marketing and sales easier by enabling organizations to find the right prospects faster and target in-market buyers. The DemandScience Live Data Factory uses innovative technologies to deliver accurate data with relevant intent signals, helping organizations accelerate the buyers’ journey from top-of-funnel to conversion. Founded in 2012, DemandScience’s products, data and leads benefit more than 1,500 customers worldwide. With offices in 7 countries and 800+ employees, DemandScience is #5 on Fortune Magazine’s list of the best workplaces in advertising & marketing.

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ACCOUNT BASED EXECUTION

G2 Annual Report Ranks Sendoso as Best Account-Based Direct Mail Provider for Third Consecutive Year

Business Wire | March 31, 2023

Sendoso, the global industry leader in direct marketing automation, has been named the No. 1 provider in Account-Based Direct Mail for the third straight year by G2, the world’s largest tech marketplace. Sendoso’s top recognition out of nearly 150,000 companies on G2 highlights the company’s continued commitment to providing innovative solutions to help sales and marketing teams engage with customers in more personalized and effective ways. G2’s Account-Based Direct Mail Report, which is based on verified reviews from actual users, evaluates software solutions that enable businesses to send targeted, personalized, and trackable direct mail to prospects and customers. Sendoso scored the highest in both customer satisfaction and market presence among verified reviews, culminating in its top billing. “We continue to develop new and innovative ways to strengthen relationships between businesses and their clients, and this achievement validates our efforts,” said Kris Rudeegraap, Sendoso CEO and co-founder. “Personalized and impactful outreach has been at the forefront of our values since day one, and to be recognized by G2 not just multiple times but in three consecutive years is truly an honor. This ranking motivates us to continue pushing the boundaries of what’s possible to make those connections deeper and more authentic.” According to G2, to be included in the Account-Based Direct Mail category, a product must: Provide the ability to send personalized, one-to-one direct mail, or gifts, to contacts within a company’s targeted accounts. Enable companies to measure the impact and ROI of an account-based direct mail campaign. Sendoso’s sending platform empowers businesses to send highly personalized gifts, eGifts, and branded merchandise, as well as direct mail and handwritten notes, to prospects and customers at scale. "Sendoso's total commitment to customer satisfaction continues to be validated by nearly 900 authentic customer reviews, and thus have earned G2 Leader recognition in the Account-Based Direct Mail category for a third-straight year,” said Godard Abel, co-founder and CEO of G2. To learn more about Sendoso and its award winning platform, visit sendoso.com. About Sendoso Sendoso is the global leader in Direct Marketing Automation, creating, curating and delivering automated, meaningful experiences for customers of all sizes. The trusted partner of Fortune 100 and Fortune 500 companies worldwide, Sendoso helps customers generate new pipelines, utilize account-based efforts, boost customer retention and increase upsell and cross sell. Sendoso has locations across North America, Europe, and Asia Pacific, and has had more than 800 customers leverage its proven automated solution to deliver nearly four million sends worldwide. Learn more at sendoso.com. About G2 G2 is the world’s largest B2B tech marketplace, connecting millions of businesses with the products and services they need to grow. G2 offers unbiased ratings and reviews of software and services based on user feedback and market presence, making it easier for businesses to make informed decisions when selecting technology solutions. The platform is home to over one million reviews and counting, with more than five million visitors each month. Headquartered in Chicago, G2 has offices in San Francisco, London, and Bangalore. For more information, please visit www.g2.com.

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TARGETED ACCOUNT STRATEGY

Calendly Launches Routing for Sales and Marketing Teams to Drive Revenue

Calendly | March 30, 2023

Calendly, the modern scheduling platform for high-performing teams and individuals, today announced Calendly Routing, a new solution built to empower sales and marketing teams to qualify, route, and schedule meetings with high-value leads and customers instantly from their company’s website. The new solution integrates with Marketo, HubSpot, and Salesforce to help sales, marketing, and customer success teams close deals faster using the essential industry tools within their tech stacks. Economic fluctuations and shifting consumer behaviors are putting immense pressure on organizations. Customers hold more power and expect real-time responses as companies risk losing business. 82% of sales professionals say they've had to adapt quickly to new ways of selling according to Salesforce’s State of Sales Report. Revenue teams across sales, marketing, and customer experience are being impacted in the process facing increased demands to deliver more leads faster, and in turn, more revenue with fewer resources. “The most effective, well-oiled revenue machine teams know that if you’re not engaging with a lead at their moment of interest, you’re creating a poor customer experience and opening the door to competitors reaching them first,” said Jessica Gilmartin, CMO at Calendly. “We are excited to drive even more value for our customers by helping them achieve a more efficient and easy sales process with Calendly Routing.” Calendly Routing is built on Calendly’s robust and sophisticated core scheduling platform that meets revenue team needs throughout the customer lifecycle. Companies will be able to enhance the customer journey from the moment a lead engages with their website and submits a form requesting to speak with the sales team. Increase website and email conversion by qualifying leads in real time A lead or customer can book a meeting on the spot after completing a HubSpot, Marketo, or Calendly Routing Form on a website if they meet specified criteria. Forms can be embedded on a website or shared as a link in email to eliminate the back and forth of coordinating availability while providing a consistent customer experience in the process. “Calendly Routing is a remarkable product for go-to-market teams,” said Scott Brinker, VP of Platform Ecosystem at HubSpot. “It turns buyer interactions into meaningful, instantaneous opportunities, all within an intuitive scheduling platform that so many marketers and salespeople know, love, and trust. We’re excited that Calendly has built this excellent integration for HubSpot customers to help accelerate sales engagement.” Automatically route leads and customers by Salesforce ownership Calendly Routing will automatically look up and match existing customers and leads to their account owner from Salesforce before prompting them to schedule a meeting. The solution makes it easy for buyers to connect with the right salesperson at the right time without time-consuming, manual reassignments. “Smith.ai’s mission is to help business owners succeed through quick and efficient customer engagement,” said Bryce Kropf, Senior Sales Manager at Smith.ai. “The potential to convert inbound leads into qualified demos – with the right account executive – is what intrigued us about Calendly Routing. We’re seeing an incredible 70% conversion rate of meetings booked through the form. The experience is clearly resonating with customers and it’s driving better end-results for our sales and marketing teams.” Scale business performance with one centralized scheduling platform Organizations are looking to increase company-wide business performance as workers navigate distributed work, an influx of communication and collaboration tools, and greater competition. Calendly is the only centralized automation platform built for scaling scheduling across the entire organization with robust team features, solutions, and integrations; deep analytics; and enterprise-grade security including SCIM provisioning. With Calendly, teams can focus on closing more deals, retaining more customers, hiring more top talent, and maximizing productivity. For more information on Calendly Routing, visit the blog post. About Calendly Calendly helps individuals, teams, and organizations automate the meeting lifecycle by removing the back and forth with scheduling. Calendly’s cloud-based platform offers a new layer of the modern digital technology stack by connecting with critical tools to automate scheduling workflows, creates a more delightful customer experience, and provides insightful, measurable data to drive better business outcomes. Today, over 10 million users across 155 countries use Calendly to simplify meetings, collaborate more effectively and efficiently, and drive business forward. To learn more, visit Calendly.com.

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ACCOUNT BASED DATA, TARGETED ACCOUNT STRATEGY

Klarity by DemandScience Makes ‘One-Click Prospecting’ a Reality for B2B Sales Professionals

Globenewswire | March 28, 2023

DemandScience, a leading B2B demand generation company that makes marketing and sales easier by enabling organizations to find the right prospects faster and target in-market buyers, today announced the general availability of Klarity, the company’s next-generation self-service Sales Intelligence Tool for building, sharing and saving contact lists. Klarity’s Chrome Extension, easy-to-use interface, and email accuracy makes ‘one-click prospecting’ a reality for sales professionals. “We are very excited about Klarity, and we’ll be using it all the time moving forward. It will be huge time saver for our sales leaders and our sales reps,” said Neelam Kadam, CEO at SalesDemand. “The user interface is incredibly easy, our team can build and share great prospecting lists of in-market buyers in minutes, and what blows us all away is being able to access our target audiences directly while using LinkedIn and importing company and contact information into our CRM with just one click.” One of the biggest challenges facing B2B sellers today is being bogged down by manual work, with many reps spending more than two-thirds of their time struggling with inefficient processes and complicated tools. Klarity’s navigation is intuitive and built for sales and marketing professionals. Users can customize their dashboards to meet workflow needs and sales leaders can easily activate their teams with shared lists and monitor team activity in their dashboard. “We developed Klarity because sales teams cannot afford to waste time, especially in today’s economy,” said Peter Cannone, Chair and CEO of DemandScience. “Klarity will save valuable time for sales leaders and reps, maximize ROI for our customers, and increase engagement with prospects. It is incredibly easy to use, delivers accurate data, and Klarity’s patent-pending technology automatically imports company and contact information into our customers’ CRMs with one click.” Klarity’s accurate B2B Data is powered by the DemandScience Live Data Factory. Klarity users can build and target the right in-market prospects in minutes with DemandScience’s global B2B data containing more than 70 million contacts from 1.2 million companies. The Live Data Factory uses DemandScience’s proprietary email verification and validation technology. Records are enriched with four different sources of Intent Data covering 7,000 topics and Install Data for 7,000 technologies. DemandScience’s Confirmed Connect technology prioritizes prospects who’ve responded to email or phone within 30, 60, or 90-days. About DemandScience DemandScience is a leading B2B demand generation company that makes marketing and sales easier by enabling organizations to find the right prospects faster and target in-market buyers. The DemandScience Live Data Factory uses innovative technologies to deliver accurate data with relevant intent signals, helping organizations accelerate the buyers’ journey from top-of-funnel to conversion. Founded in 2012, DemandScience’s products, data and leads benefit more than 1,500 customers worldwide. With offices in 7 countries and 800+ employees, DemandScience is #5 on Fortune Magazine’s list of the best workplaces in advertising & marketing.

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ACCOUNT BASED EXECUTION

G2 Annual Report Ranks Sendoso as Best Account-Based Direct Mail Provider for Third Consecutive Year

Business Wire | March 31, 2023

Sendoso, the global industry leader in direct marketing automation, has been named the No. 1 provider in Account-Based Direct Mail for the third straight year by G2, the world’s largest tech marketplace. Sendoso’s top recognition out of nearly 150,000 companies on G2 highlights the company’s continued commitment to providing innovative solutions to help sales and marketing teams engage with customers in more personalized and effective ways. G2’s Account-Based Direct Mail Report, which is based on verified reviews from actual users, evaluates software solutions that enable businesses to send targeted, personalized, and trackable direct mail to prospects and customers. Sendoso scored the highest in both customer satisfaction and market presence among verified reviews, culminating in its top billing. “We continue to develop new and innovative ways to strengthen relationships between businesses and their clients, and this achievement validates our efforts,” said Kris Rudeegraap, Sendoso CEO and co-founder. “Personalized and impactful outreach has been at the forefront of our values since day one, and to be recognized by G2 not just multiple times but in three consecutive years is truly an honor. This ranking motivates us to continue pushing the boundaries of what’s possible to make those connections deeper and more authentic.” According to G2, to be included in the Account-Based Direct Mail category, a product must: Provide the ability to send personalized, one-to-one direct mail, or gifts, to contacts within a company’s targeted accounts. Enable companies to measure the impact and ROI of an account-based direct mail campaign. Sendoso’s sending platform empowers businesses to send highly personalized gifts, eGifts, and branded merchandise, as well as direct mail and handwritten notes, to prospects and customers at scale. "Sendoso's total commitment to customer satisfaction continues to be validated by nearly 900 authentic customer reviews, and thus have earned G2 Leader recognition in the Account-Based Direct Mail category for a third-straight year,” said Godard Abel, co-founder and CEO of G2. To learn more about Sendoso and its award winning platform, visit sendoso.com. About Sendoso Sendoso is the global leader in Direct Marketing Automation, creating, curating and delivering automated, meaningful experiences for customers of all sizes. The trusted partner of Fortune 100 and Fortune 500 companies worldwide, Sendoso helps customers generate new pipelines, utilize account-based efforts, boost customer retention and increase upsell and cross sell. Sendoso has locations across North America, Europe, and Asia Pacific, and has had more than 800 customers leverage its proven automated solution to deliver nearly four million sends worldwide. Learn more at sendoso.com. About G2 G2 is the world’s largest B2B tech marketplace, connecting millions of businesses with the products and services they need to grow. G2 offers unbiased ratings and reviews of software and services based on user feedback and market presence, making it easier for businesses to make informed decisions when selecting technology solutions. The platform is home to over one million reviews and counting, with more than five million visitors each month. Headquartered in Chicago, G2 has offices in San Francisco, London, and Bangalore. For more information, please visit www.g2.com.

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